Original title: New level of energy efficiency accounts for more than 50% New storm increases by 637% See how Hisense Air Conditioner counter attacks Source: Baijia
At the beginning of its appearance, air conditioning products only existed as "air temperature regulators" in consumers' homes, maintaining a balance with consumers for decades. However, with the improvement of people's consumption level and the need of industrial upgrading, both consumers and the industry have higher and higher requirements for air conditioning products.
In 2020, the implementation of new energy efficiency standards for air conditioners and the outbreak of epidemic have become major events in the development of the air conditioning industry. Based on this, the air conditioning industry has a new development opportunity. The relatively stable brand pattern over the years is expected to be broken in the competition of new standards and new tracks.
Opportunities for "top students" of new energy efficiency standards
On December 31, 2019, the high-profile GB 21455-2019 Minimum Energy Efficiency Values and Energy Efficiency Grades of Room Air Conditioners (hereinafter referred to as the new energy efficiency standards) was officially announced and will be officially implemented on July 1 this year. So far, the new energy efficiency standard of air conditioners, which combines the energy efficiency standards of variable frequency air conditioners and constant speed air conditioners, has finally "come out after a thousand calls".
The implementation of the new energy efficiency standard will enable the current elimination rate of the fixed/variable frequency market to reach 45%, and the energy efficiency will increase by 14% in 2020 and 30% in 2022. This significant increase in energy efficiency standards means that a large number of low-quality stock products will be eliminated. Enterprises lacking technology accumulation will not be able to meet users' pursuit of quality, and may end the strange circle of "low quality and low price" price war in the industry.
In addition to withdrawing the energy efficiency laggard air conditioners from the market, the new national standard has also improved the overall energy efficiency of air conditioning products. By comparing the new and old national standard APF values (annual energy consumption efficiency) of the same cooling capacity section, the new national standard 1, 2, and 3 levels are 0.5W · h higher than the old national standard frequency conversion 1, 2, and 3 levels, which means that the overall energy efficiency standard has jumped one level.
At this time, some enterprises are thinking about how to digest the energy consuming products before the new standard comes, while some enterprises are eager to embrace the new standard and win the recognition of the market in an all-round way. According to the data of Ovi Cloud, in the 20th week of 2020, the market share of a brand's new level of energy efficiency sales was 50.93%, ranking first in the industry and more than 10 points above the second place, and this has been the first place in the new level of energy efficiency air conditioner industry for four consecutive weeks. This brand is not the two traditional giants of Gree and America, but Hisense!
Behind such achievements is actually the forward-looking layout of Hisense Air Conditioner. It is reported that the R&D department of Hisense Air Conditioner has been making technical layout for energy efficiency improvement several years ago, and many products have reached the new energy efficiency standards before the new energy efficiency standards were introduced. If the implementation of the new energy efficiency standards is compared to an exam, Hisense is actually ready to answer the question and wait for the paper.
At the end of 2019, China Quality Certification Center carried out green product certification for air conditioning products, and seven products of Hisense air conditioning were awarded certification certificates, ranking first in the industry. At present, 20 Hisense air-conditioning products have won the new standard energy efficiency label, and Hisense's latest air conditioners with fresh air function are also listed. It can be said that the layout of Hisense Air Conditioner, which has lasted for more than ten years, follows the national standards in every link of daily management, development and production, and guides the development and production of every link and product according to the highest requirements, which coincides with the implementation of the new national energy efficiency standards.
For users, the use of energy-efficient air conditioners not only responds to the national call for energy conservation and emission reduction, but also truly saves money. The significance of improving energy efficiency is to save users money and worry.
The exam is just a nightmare for the poor students. For the excellent students, it is just a chance to realize themselves. Hisense Air Conditioner can stand out in the new market environment only by adhering to high standards and strict requirements and preparing everything well.
Fresh air layout meets health needs
It can be said that a sudden epidemic hit the air conditioning industry, but it also provided a new demand growth point for the air conditioning industry. As the old saying goes: organic in danger. Under the shadow of the epidemic, consumers put the health attribute of air conditioners in the most important position.
In the first four months, the sales of the air conditioning industry were bleak, even more than halving, but the new air conditioner, which is the main "health" brand, is the only bright spot in the market. The retail volume and retail sales of the domestic fresh air air-conditioning market surged by 490.1% and 365.1% respectively. After the May Day holiday, the air conditioning market has warmed up, and fresh air air conditioning has led the industry in all technical concepts. According to the 2020 May Day Household Air Conditioning Market Research Report released by Zhongyikang, fresh air has become the core demand of high-end air conditioning market. In the hang up market with more than 5000 yuan, the share of fresh air conditioners is 25.4%, and in the cabinet machine market with more than 10000 yuan, the share of fresh air conditioners is 29.6%.
In this new field, Hisense Air Conditioner has put satellites on the air again. Since this year, the retail volume and retail sales of Hisense fresh air conditioners have been 26.8% and 30.15% respectively, ranking top 2 in the industry. According to the air conditioning industry data of the first week of May, the sales of fresh air conditioners increased by 431% month on month, while the sales of Hisense fresh air conditioners increased by 637% month on month.
In the past decades, the air conditioning industry has developed, and the vast majority of household air conditioners use the internal circulation system, which has led to a phenomenon: whenever the air conditioner is turned on, we must close the doors and windows, otherwise the air conditioner will "cool the world", and when the doors and windows are closed and the air conditioner is turned on, it will lead to "air conditioning disease". It is difficult for consumers to find a balance between comfort and health. Hisense has seen this pain point, and the new air conditioner, which has worked hard for a long time, has established a new air circulation mechanism, which has effectively solved the consumption pain point.
Hisense's newly released new air conditioner X8 cabinet integrates air conditioning, fresh air and purification. The introduced fresh air volume can reach the industry's largest 90m/h, and the fresh air can be delivered to all parts of the room within three minutes. At the same time, it also passed the virus removal rate test of H1N1/hand foot mouth virus EV71, becoming the first group of superior products with virus removal ability in air purification household appliances in 2020.
Technological progress is always at the right time, and the advantages of fresh air conditioning are magnified infinitely under the pressure of the epidemic. Ventilation can be achieved without opening windows, and the comfortable temperature can be maintained. The shining point of Hisense Air Conditioner has been paid more attention and recognized by more consumers, and finally reflected in the market, reflected in figures. It is natural to achieve better performance.
In the end, the sales volume of the air conditioning industry in the first quarter of 2020 was 14.92 billion yuan, down 58.1% year on year. By May, with the easing of the epidemic, driven by the hot weather, and the demand for the upgrading of air conditioners caused by the epidemic, the sales of many air conditioning enterprises had gradually recovered. In May, the overall average price was flat month on month and slightly increased by 2% year on year, and the overall sales achieved a high growth of 19%.
Although the crisis has eased, the air conditioning market this year is still not optimistic. The article first mentioned the new energy efficiency standards and the demand changes in the post epidemic era. The combination of the two impacts will definitely end the unhealthy price war that has dragged down the industry for many years, and let the air conditioning industry return to the competition in core technology and overall strength. At the same time, as consumers' demand for comfort, health and intelligence of air conditioners continues to increase, air conditioner manufacturers should focus on product research and development next, from price war to "health war", "energy efficiency war", "quality war", and the occupation of surplus market should be turned to the creation of new value, which is the long-term plan for enterprise development. Only in this way can we have a foothold in the face of reshuffle.
For Hisense Air Conditioner, which has frequently created counter attack miracles recently, the high standards and technical reserves that it has adhered to for many years have been rapidly transformed into products recognized by the market. If the technology upgrade iteration is completed early, we can make a big effort in the new market environment. Is there seed in princes and generals? Maybe 2020 will be the year when Hisense Air Conditioner will overtake on the curve!
